Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
Leveraging gamification, the primary objective of the campaign was to drive highly efficient video views on Facebook's In-Stream placement and to leverage this non-skippable format for the first 15 seconds to captivate the audience and achieve a stronger View-Through Rate (VCR) when compared to other video placements. By focusing on this specific placement, we aimed to maximize the impact of our video content and ensure that viewers engage with our message right from the start.
To accomplish this, we analyzed data and performance metrics, including VCR, engagement rates, and click-through rates (CTR). Our strategy allowed us to make real-time adjustments to optimize the campaign's effectiveness. Through continuous monitoring and refinement, we aimed to achieve a substantial increase in the number of qualified viewers who watch our videos in their entirety.
In addition to driving efficient views and improving VCR, the campaign also prioritized precise audience targeting. By leveraging Facebook's data and targeting capabilities, we ensured our video reached the most relevant and receptive audience, ultimately enhancing the campaign's overall ROI.
Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)
We achieved our primary goal of campaign to drive efficient video views on Facebook's In-Stream placement, with a $0.02 Cost Per Video View. The non-skippable format for the first 15 seconds contributed to a remarkable 97% Video Completion Rate, significantly outperforming the In-Stream YTD average of 89%. These metrics demonstrate that viewers engaged with our content and watched it in full.
To measure effectiveness, we focused on the View-Through Rate (VCR), which was a critical success indicator. In addition to the high VCR, we monitored other key metrics such as Impressions (208,675) and a Click-Through Rate (CTR) of 0.52%. These results reflect the success of our targeting and content strategy, showing the campaign resonated well with our audience.
Return on Investment: How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?
The campaign primarily aimed to drive engagement and awareness rather than conversions. As a result, the direct revenue generated from these videos was relatively lower, totaling only 5 bookings. Our focus on upper funnel video campaigns meant that the campaign's key performance indicators (KPIs) were not conversion-focused.
In terms of attribution, we utilized a 7-Day Click and 1-Day View platform attribution model. Given the limited direct bookings, the campaign's revenue did not meet the revenue generation goals typically associated with conversion-driven campaigns. To calculate the return on investment (ROI) for this campaign, we would need to consider the total campaign costs against the revenue generated. Since the primary goal was not revenue generation, the ROI may not align with traditional conversion-driven campaigns. Instead, the campaign's success should be evaluated based on its impact on engagement, brand awareness, and the efficiency of video views, as outlined in the previous responses.
Entry Title
Best Western® Hotels & Resorts 2023 Stick Figure Video
Division
Digital - Video - Single Entry